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What Does Web 2.0 mean to retailers? This presentation takes a look at the related technologies, vendors and products, looks at the related themes, implications for retailers, and some real examples.
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What does Web 2.0 mean to retailers?Chris Hoskin, Chief Marketing OfficerSalmon
Prepared January 2009
What does Web 2.0 mean to retailers?
What does Web 2.0 mean to retailers?
The term ‘Web 2.0’ means very little. But what Web 2.0 enables will have significant bearing on retail in 2009 and beyond. Inventory management, store systems, logistics, and CRM will all be affected in one way or another.
What does Web 2.0 mean to retailers?
The term ‘Web 2.0’ means very little. But what Web 2.0 enables will have significant bearing on retail in 2009 and beyond. Inventory management, store systems, logistics, and CRM will all be affected in one way or another. And in eCommerce, it already is having an impact.
Who are Salmon?
Diverse interests and practice areas
Interests in retail, finance, insurance and utilitiesFocus on enterprise architecture , IT / Business ChangeFocus on Business impactApplication management and support - 25% of the business
Innovative risk reward modelsFixed priceManaged RiskShared Reward
Established, global systems integrator
Global SI, Operations in London, New York, Beijing, SydneySuccessful track record over 19 yearsc. 170 staff, c 100 in eCommerce team£16.8M turnover Privately owned, Financially soundOpen, honest and responsive approachStrong delivery-focused culture and Focus
Mission critical systemsBroad and deep expertise in web based applications and technologiesSpecialist skills in highly transactional systems and solutions e.g. B2B and B2C eCommerce, multi-channel integration, insurance underwritingCustomer experience / design
Middleware Infrastructure
& Hosting
Independent Software Vendors
Industry Bodies & Associations
Active in global eCommerce Community
SalmonDelivering eCommerce Solutions for market leading & challenger brands
AgendaWhat does Web 2.0 mean to retailers?
> What is Web 2.0? > Related technologies / vendors / products > Trends & themes> Implications for retail> Real examples> Web 2.0 in retail demo (eCommerce)> Q&A
AgendaWhat does Web 2.0 mean to retailers?
> What is Web 2.0? > Related technologies / vendors / products > Trends & themes> Implications for retail> Real examples> Web 2.0 in retail demo (eCommerce)> Q&A
What is Web 2.0? Clearly 1.0 to 2.0 Static Central publication control Single site content Slow bandwidth No ajax
“Network as the Platform” “Users add value” (Tim O’Reilly)
Tools + Technologies + Business Strategies + Cultural and Social trends
AgendaWhat does Web 2.0 mean to retailers?
> What is Web 2.0? > Trends & themes> Related technologies / vendors / products> Implications for retail> Real examples> Web 2.0 in retail demo (eCommerce)> Q&A
Trends & Themes
MashupsWikisBlogsRIAsPodcastsRSSTaggingCloud ComputingSocial NetworkingCloud ComputingParticipationStandardsDecentralisationOpennessModularityIdentity
Attitude, not technologyThe Long TailData is the “intel inside”HackabilityPerpetual BetaRight to Remix (some rights reserved)Software that gets better the more people use itGranular addressability of contentRich user experienceSmall pieces loosely joinedTrust your usersReputationCreation v Consumption
Trends & ThemesPersonified
2005Has a good specked PC in the spare roomUses emailUses Next.co.uk and Argos.co.uk in combination with a catalogueResearches a bit, mainly for holidays Starts to send and receive some picturesWatches TVUses her mobile to arrange meetings
2008Has a very high specification laptop, with speakersUses it all round her flat via wireless broadbandStill uses email plus instant messaging with a webcamDoes virtually all her research onlineBuys far more on impulse e.g Nike+All her music is onlineBanks on-lineShe posts her photos to her family on-lineShe watches BBC iPlayer on-lineHas started a blog on her trek round EuropeSubscribes to several on-line fashion magazinesHas a Facebook and My Space account. Is trialing TwitterRegrets a very dodgy video appearing on YouTube from a girls night outAnd she still goes out to shop and talk to people despite meeting a manonline!!!!!
AgendaWhat does Web 2.0 mean to retailers?
> What is Web 2.0? > Trends and themes> Related technologies / vendors / products > Implications for retail & retailers> Real examples> Web 2.0 in retail demo (eCommerce)> Q&A
Related technologies / vendors / products
AJAXRuby on RailsAPIsTools / IDEsXMLWeb ServicesRSSPythonFlash & Flex & Air
AggregationEmbeddingFolksonomyRemixingVirtual ArchitectureWidgets
Related technologies / vendors / products Digg37 SignalsZoHoNaymzTechnoratiWordpressBoing BoingTwitterFacebookSecond LifeDel.cio.usflickr
Related technologies / vendors / products Digg37 SignalsZoHoNaymzTechnoratiWordpressBoing BoingTwitterFacebookSecond LifeDel.cio.usflickr
Google (Apps, Docs, Knol, youtube)Yahoo (Flickr, Pipes, Zimbra)MS (Facebook, Office Live, Live Writer, Popfly, XBOX Live, Surface, Silverlight, Sharepoint)IBM (Bluehouse, Support for core technologies)Apple (iPhone, iTunes, iPod Touch, iWeb) Cisco (Five Across, Webex, Holographic video) conferencing)Oracle (web 2.0 ready)
Related technologies / vendors / products Digg37 SignalsZoHoNaymzTechnoratiWordpressBoing BoingTwitterFacebookSecond LifeGoogle (Apps, Docs, Knol, youtube)
Yahoo (Flickr, Pipes, Zimbra)
MS (Facebook, Office Live, Live Writer, Popfly, XBOX Live, Surface, Silverlight, Sharepoint)
IBM (Bluehouse, Support for core technologies)
Apple (iPhone, iTunes, iPod Touch, iWeb)
Cisco (Five Across, Webex, Holographic video conferencing)
Oracle (web 2.0 ready)
AgendaWhat does Web 2.0 mean to retailers?
> What is Web 2.0? > Trends and Themes > Related technologies / vendors / products > Implications for retail> Real examples> Web 2.0 in retail demo (eCommerce)> Q&A
Implications for retailDifferent segments, different pace
1. Consumer electronics & entertainment2. Apparel & footwear3. Specialty4. Catalogue & mail order 5. Home improvement6. Department & discount 7. Drug stores, health & beauty8. Supermarkets & grocery
Implications for retailbut patterns in adoption emerging
Web 2.0 features/functionalities adopted most by retailersRIA based user interfacesStatic MashupsQualitative as well as quantitative product reviews
Web 2.0 features/functionalities finding limited adoption byRetailersBlogsDiscussion ForumsData Feeds (RSS, Atom etc.)Live Agent ChatDynamic Mashups (live data feeds)PodcastsVideocasts End user product customisationsProduct TaggingSynchronous chat
Web 2.0 features/functionalities adopted least by retailersWikisBookmarks sharingCollaborative product customizationsComparison shopping across multiple retailersEnd user contributed contentVoIP based customer support
Implications for retailbut patterns in adoption emerging
Web 2.0 features/functionalities adopted most by retailersRIA based user interfacesStatic MashupsQualitative as well as quantitative product reviews
Web 2.0 features/functionalities finding limited adoption byRetailersBlogsDiscussion ForumsData Feeds (RSS, Atom etc.)Live Agent ChatDynamic Mashups (live data feeds)PodcastsVideocasts End user product customisationsProduct TaggingSynchronous chat
Web 2.0 features/functionalities adopted least by retailersWikisBookmarks sharingCollaborative product customizationsComparison shopping across multiple retailersEnd user contributed contentVoIP based customer support
Implications for retailAjax-ified UIs: indifferent to engagedFar better customer orientation
Better support for customer goalso Research o Searcho Browseo Navigationo guided sales
Hyper-personalisation
Convergence of ‘brand’ & ‘community’
Web 2.0 will put some Web 1.0 retail companies out of businessMoving beyond eCommerce 2.0 into Retail 2.0 will have its own challenges
Enhanced checkout flow (i.e. embedded AJAX cart, richer controls)Quick Pick Modals with inventory integration (i.e. dynamic)Second generation product reviews (leveraging product reviews as affiliate marketing; adding rich media (audio and video))Linking social networking with commerce controls (playing off social sites and/or adding social aspects to existing commerce sites)Increasingly-granular personalisation (issues with geog)More editorial feeds: RSS & XML CSS + MV Testing: Modals / widgets (x-sell, upsell, reviews etc) to increase AOV> ASP, SaaS / Multi Tennant > White labelling
>> 2009 + Web 2.0 outside eCommerceMagic Mirror2D Bar Codes GPSLive Agent
Implications for retail2009 Projects
Increase salesIncreased conversionFoster loyalty and increase lifetime valueHigher average order value / units per transactionBetter merchandisingDrive more traffic and unique and new visitorsDeliver better customer experience
Implications for retailBottom up ROI
Reviews drive 23% higher revenues per session, 28% more items per order: QVC-UKShoppers who "read all reviews" converted much higher, and had a 67% higher average order value: Boden20% increase in conversions with just dynamic zoom: Bealls Department StoresIncreased sales by 300%, reduced image production time and costs by over 60%: Macy’s“We believe co-browsing provides the ‘missing link’ and is a very effective solution to not only ‘delight’ consumers but can help us further boost conversion. People who view our video convert at around 30% higher then the site average: Thomas CookAlthough it is category dependant, you can expect anywhere in the region from a 20% to 70% increase in conversion rates (ajax): econsultancy.comThe number of subscribers using mobile Internet services will rise from 577 million currently, to top 1.7bn by 2013, spurred by demand for collaborative applications known collectively as ‘web 2.0’, and greater 2.5/3G penetration: Juniper ResearchPolyvore has 4,553 monthly active users on Facebook
Implications for retail‘Evidence’ mounting, seemingly positive, but majority too loosely coupled with CX
AgendaWhat does Web 2.0 mean to retailers?
> What is Web 2.0? > Trends & Themes> Related technologies / vendors / products > Implications for retail> Real examples> Web 2.0 in retail demo (eCommerce)> Q&A
Real ExamplesTiny url, Live IM, Video testimonials, blog platform, twitter channel
In 8 years $1B 2008 revenue (2005: $370M 2006: $597M: 2007: $850M)
Stocks 1100 brands, 3m pairs of shoesOrientation to customer service: “A service company that sells ‘x’”
e.g. Free shipping both ways, 365 day return
Diversification into handbags, clothing, eyewear, watches, accessories + anything elseWhen asked about future?
Facebook applicationTwitterYouTubeLifestyle sites e.g. running.zappos.com
Real ExamplesRich Interfaces
Timberland
Threadless
Real ExamplesRich Interfaces
Nike
Ralph Lauren RugbyHalfords
Real ExamplesMash Ups, RSS, Social Bookmarking, Social Networking, AJAX
Polyvore
Real ExamplesMash Ups, RSS, Social Bookmarking, Social Networking, AJAX
AgendaWhat does Web 2.0 mean to retailers?
> What is Web 2.0? > Trends & Themes> Related technologies / vendors / products > Implications for retail> Real examples> Web 2.0 in retail demo (eCommerce)> Q&A
A day in the life of AmyRetail & Web 2.0
AgendaWhat does Web 2.0 mean to retailers?
> What is Web 2.0? > Trends & Themes> Related technologies / vendors / products > Implications for retail> Real examples> Web 2.0 in retail demo (eCommerce)> Q&A
Unique Approach • Unique Solutions
Salmon LLC220 Old Country Road
Mineola NY 11501-4271
United States of America
Tel: 001 516 742 7888 Fax: 001 516 742 9169
Salmon Asia Pacific (Pty Limited)
Level 1, 299 Elizabeth StreetSydney NSW
Australia 2000
Tel: +61 (0)2 8251 0044 Fax: +61 (0)2 8251 0097
Chris HoskinChief Marketing Officer
Salmon 64 Clarendon Road
Watford Hertfordshire
WD17 1DAtel: +44 (0) 1923 320 000
mob: +44 (0) 7903 804 554 email: choskin@salmon.com
Salmon China Limited 605 Zhongchen Building
Lize Zhongerlu #1Wangjing Science & Technology Park
Chaoyang DistrictBeijing 100102
China
Tel: +86 (0) 10 6439 8779Fax: +86 (0) 10 6439 8665
3.0 (Tim Berners Lee)
Semantic web
“I have a dream for the Web [in which computers] become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers. A ‘Semantic Web’, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade, bureaucracy and our daily lives will be handled by machines talking to machines. The ‘intelligent agents’ people have touted for ages will finally materialize.”
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